**Can Macy’s, Nordstrom merchandise makeovers woo shoppers?**
**By** Jennifer Braun
**Published:** 6 days ago
**Retailers are turning to revamp their lineups amid a competitive market.**
Shoppers looking for fresh product at their go-to department stores could get their wish. Both Macy’s Inc. and Nordstrom Inc. have announced plans to overhaul their merchandise assortments, as a way to boost sales in an increasingly competitive retail landscape.
**Macy’s seeks a new tone with new, exclusive labels**
At Macy’s, the new strategy comes under the direction of newly instated Chief Merchandising Officer Nata Dvir, who joined the company in January 2023 from Tapestry. At Tapestry, she was global brand president of Coach, where she was tasked with elevating the brand’s fashion positioning.
At Macy’s, Dvir has been given the task of broadening the retailer’s assortment beyond its core customer base in order to attract new shoppers. One way the retailer plans to do this is through the introduction of a number of exclusive private brands, building on Macy’s existing portfolio of more than 140 private brands.
The new labels will be centered around curated trend collections and will span from ready-to-wear to soft home goods and accessories. In house brands have become an important way for department stores to differentiate themselves from other retailers. For example, Nordstrom’s successful in-house brands include its BP, Halogen, and Treasure & Bond labels. Meanwhile, Target Corp. reported that its private label brands accounted for 45% of its total sales in 2022.
**Nordstrom revamps its brands in a bid to attract younger shoppers**
Over at Nordstrom, the retailer is planning an even more thorough overhaul of its merchandise strategy in a bid to appeal more strongly to younger consumers.
Nordstrom will be introducing 12 new brands to its assortment, including activewear brand Girlfriend Collective, cashmere specialist Naadam and 360-degree lifestyle brand Theophilio. The 12 brands are part of the first phase of Nordstrom’s new strategy, with more brands expected to be announced later in the year.
Nordstrom is also planning to close 16 of its full-line stores in 2023, or roughly 12% of its full-line fleet, as part of its efforts to become leaner and more efficient. The retailer announced the move in January as part of its fourth-quarter earnings report, with Nordstrom saying at the time that it would invest in its remaining stores to create a more experiential shopping destination
Chief Executive Erik Nordstrom said that the company was seeking to become “the most customer-centric fashion retailer in North America” and the merchandise revamp and store closures was part of achieving that goal.
**Department stores face changing landscape, increasing competition**
The moves by Macy’s and Nordstrom reflect the ongoing challenges that department stores are facing in the current retail landscape. Department stores have been losing market share to other channels, including off-price players, fast-fashion retailers and online giants such as Amazon.com Inc.
In response, department stores have been trying to differentiate themselves by offering more exclusive products, enhancing their customer service and expanding their omnichannel offerings. Macy’s, for example, has been expanding its same-day delivery service, while Nordstrom has been rolling out its “Stylist On-Call” service, which gives shoppers access to personal stylists via text message.
Whether the merchandise makeovers at Macy’s and Nordstrom will be enough to woo shoppers back to department stores remains to be seen. But the retailers are betting that by offering more exclusive products and enhancing their overall customer experience, they can regain their footing in the changing retail landscape..
